The Research On Audience Of Mobile Phone In The Context Of Mass Communication

This thesis was named as "The Research on Audience of Mobile Phone in the Context of Mass Communication", that is, firstly mobile-phone is thought as a kind of medium, then we talk about what qualities and features it's audiences have under the circumstances of mass communication.Undoubtedly the corresponding quality of mobile-phone makes a tool of interpersonal communication and so far is the most convenient one. The users strode over all kinds of obstacles which stood on the way of interpersonal communication in the past, they got rid of the bondage of wires and have already reached a new area where one can not only listening but also seeing in the process of long distance moving. There are three aspects of reason to give mobile-phone capacities to transform from an interpersonal communication medium to a mass media without the close sibling-telephone. To start with, the evolution that happened in mobile-phone combining communication and internet technology, hence mobile-phone gradually has certain function almost as same as traditional mass media have before which including newspaper, broadcast and TV, not even mention that the contents of newspaper could be totally transferred from original paper materials to any mobile-phone, even though theoretically one could enjoy both broadcast and TV on his or her very own mobile-phone wherever and whenever. Secondly, as a personal medium with high penetration rate, it naturally has tremendous mass communication audiences who spread everywhere, complicated, are both hidden and at some extent transparent (in the light of our country's mobile-phone registration system, there is a definite correspondence between customers and citizenship). Lastly, more and more mobile-phone user became active members in mass communication intentionally or unconsciously, they are not only the passive receivers rather the positive propagators in increasing occasions. There are numerous examples could be quoted easily, as stunning as the first news photos were put on the internet in London subway explosion spot in 2005 that were taken by a normal citizen by using his cell-phone, as trivial as the cell-phone informers who are behind every piece of news on the dailies all around the country. The main purpose of this thesis is to pursue differences and similarities between mobile-phone audience and traditional mass media audience. The data of this paper all based on researches that have done and published by CNNIC and Ministry of Industry and Information Technology of the PRC, I eventually drew the conclusion by going through with certain mass communication methods such as comparing, analyzing and generalizing.According to this research, turns out that in general mobile-phone audiences are accordance with those five assumptions that were proposed by "uses and gratifications" theory, which involve media audiences are active, their motivation of choosing specific media to meet their own need is related to where they come from and what kind of environment they are in presently, the audiences know exactly why and how to choose a certain medium to satisfy themselves, and the effects will always be different because audiences tend to use various ways to contact, understand, memory and use same information.Besides this article compares some classic mass communication theories and conceptions with the performance of mobile-phone audiences in the context of mass communication, which concluded four major outcomes, the first one is mobile-phone audiences are apt to be patients of "sever media dependency";mobile-phone audiences could conceive more active audience; their behavior re-shaped the concept of "gate-keeper"; they also are a group of people who stand on the nearest site of the right of closing to the media.